How to Get New Clients at Every Stage of Your Business

Posted by dohertyjf

I remember when I first went out on my own to build my business. Because I planned to bootstrap the product into existence, I needed to pick up some consulting work to cover my own bills before I felt comfortable taking time to build my product.

I had a sizable group of peers that I contacted to let them know that I was no longer with my last company and was looking to bring on a few new clients. Within a week, I had to stop taking introductions because I was so busy! If you’re a brand-new freelance consultant, this post has some goodies for you.

I have other friends who are purposefully freelance consultants with no current plans to scale beyond it. In fact, they’ve resisted these opportunities because they enjoy what they’re doing so much, and are able to charge a premium for it. This post will help you out.

Some of my friends are at a different stage. They’ve worked for themselves for 3–4 years or longer now and are growing an agency beyond themselves and their own skillset. Along the way, of course, they’re figuring out the challenges of growing headcount and types/sizes of clients while they themselves learn to level up as a CEO, as a manager, and as a sales executive, since agency founders are often the salespeople for the first few years of their company’s existence. The client acquisition strategies change. This post is also for you.

And finally, agencies often decide that they are ready to expand beyond their main core offering and offer tangential services that they are either being asked for actively or where they perceive an opportunity exists. Since they already have a functional and maybe even (wildly) profitable services business, how can they justify taking time away from that to build out a new service offering? The mindset and strategies change once again. We’ll get into some of those.

Building a service-based business is hard

Over the last two years, I’ve worked with over 150 agencies and have seen over 800 businesses (it’s probably closer to 1,000 at this point) looking to hire an agency or consultant. I’ve also worked in-house, as a solo consultant, and for a quickly growing boutique digital agency.

After the experiences I’ve had seeing everyone — from new scared-out-of-their-wits solo consultants all the way to long-established agencies looking to grow their practice — I decided to take a step back and reflect on the strategies I’ve seen both work and not work for consulting entities at different stages of growth.

That’s what we’ll cover today. If you’re a new consultant, an agency looking to level up the size of your accounts, or an agency looking to move into new service offerings, you’ll find something in this post for you.

Along the way, you’ll hear from consultants and agency owners at different stages of their business and what they did to get to where they are currently. After all, war stories are way more fun than “here are x steps you can follow to also be amazing” anecdotes.


New consultants

Tell me if you’ve seen this happen before: a friend is tired of their job, gets laid off, or otherwise finds themselves unemployed. They decide that they’re going to give freelance consulting a go.

Three months later, they’ve taken a new job at a new agency and are repeating the cycle they went through before.

Sound familiar? If you’re in the digital marketing consulting world, you likely know at least a few, if not closer to a dozen people where this has held true.

I’m not going to say that everyone goes back to traditional employment because they’re having a difficult time getting new clients, but this is far and away the largest reason I see. They get a few months in, they have too few clients paying them too little, and so they panic and go take a job doing what is comfortable. They’ll repeat the cycle in a few years again.

I get it. The beginning of working for yourself can be terrifying. I’ve been there. Saw a therapist, got the t-shirt, am I right?

What if I told you that you could avoid this if you really want to? That you could use some proven techniques to get new clients that pay you what you’re worth?

Overcoming common “new consultant” fears with strategic thinking

You’ll hear entrepreneurs who have built and sold their companies (sometimes multiple times) tell you to take a “burn the ships” approach, where you set off and don’t give yourself a time limit or an out if you can’t make it work.

The problem with this is that it’s a fallacy brought about by survivorship bias — defined as “the logical error of concentrating on the people or things that made it past some selection process and overlooking those that did not, typically because of their lack of visibility.” Often these entrepreneurs look back and talk about how they could have done it, or how they did it for their second or third business once they’d already made quite a bit of money.

Quite simply, if you want to set yourself up for success, you should already have replaced (or have a clear path to replacing) your income from your day job before you even go out on your own.

You can do this by picking up freelance work on the side from your day job. Get one or two clients that pay you every month and learn how to manage those. Learn what it takes to retain these clients and even grow the accounts.

Next, figure out the minimum amount of money you need to make every month while only working the number of hours you want to work before you take the leap. If you have two clients, you can probably get two more pretty easily. If you spend 10 hours a week on these two clients and only want to bill 30 hours per week (which is actually quite a lot), then you know you can bring on four more clients at the same level (and fewer clients if they pay you more) and have the lifestyle and income you want.

It’s simple math.

The “new consultant” sales mindset

Clients come to solo consultants instead of agencies for a very specific reason. They want direct access to your specific brain and to be able to speak with the person actually doing the work. In fact, I’ve seen many companies come through Credo who need multiple services (not just strategy) across organic and paid, but they don’t want an account manager setup like they’ve had before with an agency.

This, plus your experience, is your competitive moat. During the initial discovery call with every potential client, don’t forget that you’re interviewing them as much as they’re interviewing you. You need to learn:

  • What they are specifically looking to accomplish through retaining someone’s services;
  • What their expectations are for how quickly they will see this;
  • If they have resources to get done what you recommend, or if you have time to implement what they need;
  • Whether they’re willing to pay you what you are worth.

Assuming all of these check out, then in my opinion, you’re good to move forward with the proposal process.

A quick word on pricing

If you’ve never worked for an agency before, you should ask agency friends or other freelance friends what they charge per hour, then use that as a benchmark. If you want to raise your rates, then do it slowly with new clients until you hit a ceiling. Now you know your price ceiling for the current services (whether strategy, implementation, or both) you offer.

New client acquisition channels

Now that we have the common fears identified and you’re armed with a better sales mindset, let’s explore the strategies you should leverage first to build your consulting practice to a base where it sustains your lifestyle and you’re able to remove the stress of starting from the equation and eventually think about growth.

The strategies I always counsel brand new solo consultants to use are:

  • Referrals – Ask your circle of professional peers if they know anyone looking for what you have to offer;
  • Referrals – Ask your friends and family if they know anyone that might need what you’re offering;
  • Agency white label – Approach agencies in your area to see if they need help on a contract basis with their clients;
  • Teaching – This is a longer-term play, but a great way to get clients in the long run is to teach others how to do what you do. I’ve seen it hold true that if you teach people how to do what you do, they’ll want to hire you to do it for them.

These are the easiest and most direct ways to get introductions to potential clients who are highly likely to close into clients.

Long-term this does not scale, but it can get you to the point of covering your expenses, allowing you to breathe a little bit and invest for the future. And if you’re smart about it and haven’t signed yourself up for 60+ hours per week of billed work, you can have a great life balance.

To give some real-world examples, I reached out to two of my friends who became solo consultants in 2013/2014.

First is Tom Critchlow, who went solo in late 2014 after two years at Google New York. When asked how he got his first consulting clients, Tom said that his first leads came from direct referrals from a friend:

“Since that first lead I’ve gotten about 80% of my clients through referrals from my direct network,” he shared. “I’d definitely emphasize the importance of a strong network and ensuring that you’re communicating with your network often to keep them up-to-date with what work you’re doing.”

Next I chatted with Michael King, who has since built his agency iPullRank into an industry powerhouse, and asked him how he got his first clients when he left the NYC agencies he worked for. To get his first, he shared that thought leadership played a huge role:

“My first two clients came through two different methods of thought leadership. One came via a post I’d written for Moz about content strategy, and the other came from a panel I spoke on. Overnight, I went from 0 to 10.5K MRR.”


Solo consultants happy staying solo

If this is you, then congratulations. In my mind, you’re finding nirvana in a lot of ways.

Solo consultants with more years of direct consulting experience are able to charge good hourly rates and monthly minimums from clients, according to my data.

solo consultant pricing.png

Once a consultant has survived the initial push to get new clients, the journey is far from over. In fact, many solo consultants have come up against this and gone through droughts where they were between projects.

This brings up the question: How can solo consultants, who can only realistically bring on a limited number of clients before they become too numerous, keep a strong potential client pipeline?

Define your niche and build processes

The answer is usually to tightly define your niche and then, depending on your niche, to build processes to deliver high quality work.

High-touch strategic consulting does not scale. It also does not have to scale if you charge a high hourly rate ($300/hr for strategic consulting that drives large revenue increases is not crazy, and may even be too low), in which case you can work with just a few clients and still create a great income for yourself.

When you’ve defined your niche, whether affiliate marketing driven by content or local SEO for realtors, then you put together the strategy to reach them.

This should go without saying, but if you’re asking how to define your niche, then you aren’t ready to be a highly paid solo consultant yet. Hone your craft and discover who you love to do work for, then go serve those customers on your own.

Once your niche is defined, you can focus on that group.

Targeting your ideal audience

As mentioned above, the toughest part of being and staying a solo consultant is managing your workload and saying “no” or “not yet” to potential clients, while at the same time protecting your downside should a client decide to stop your services for any reason, whether your fault or because of internal actions.

The best solo consultants that I know, who also have a strong pipeline of potential clients, have built this through:

  1. Content. They produce content related to their target market’s problems and thus become a thought leader in that niche. This will often lead to recurring columns in industry publications.
  2. A strong referral network. They know the who’s who of their niche and are their go-to when someone needs the consultant’s specific skillset.
  3. Speaking. Getting a one-off or set of speaking engagements in front of your target audience often directly drives potential clients and cements you as an expert in their minds.

The goal is to build your own name as an expert so that you consistently have potential customers approaching you to see if you can work with them, while also knowing your limits and when you may next have available time.

The goal isn’t to magically be able to get new inquiries when you need them (though this may happen if you’ve built this system), but to be able to go back to a group of people who have already inquired about your services and tell them that you have some availability. A pro move is also to ask if they know anyone who may need your services, as well.

Creating processes

Not every consultant desires working with large clients who each pay the equivalent of a full-time salary. Some consultants prefer working with smaller clients, mostly small or local businesses, because of the unique challenges that these clients face.

In this case, the challenge is to work out how you scale quantity without sacrificing quality or client retention. There are many ways to do this:

  • Find an agency or group of consultants you trust that you can outsource certain parts of the project to;
  • Leverage technologies like HubSpot, Moz, or others that allow you to automate a lot of the work;
  • Use tools like HubSpot, Calendly, UberConference, or others to help scale scheduling and admin parts of the business;
  • Use virtual assistants, bookkeeping services like Bench, and payroll services like Gusto to alleviate a lot of the business operations so you have more time to work for clients.

As Francois Marcil of Ehook.co shared:

When you have over 10 clients, the time spent attending meetings is the biggest obstacle to serving all your clients well. For this reason, I reserve 2 days of the week for meetings and 3 days for work. The rule is strict, and I inform my clients from the start.”

When a solo consultant sets up these processes, it not only makes their life a lot easier and their clients happier (which leads to better retention, which leads to a healthier business), but it also sets them up for success should they decide later that they want to start an agency. In this case, their processes of both acquiring and managing new clients will let them generate the cash flow needed to make the leap to employing someone full time.


Agencies leveling up

Some business owners don’t feel the need to constantly push and grow their business. They’re bootstrapped, their business affords them and their employees a great lifestyle, and they have no desire to take on more responsibility with their business. If this is you, then I’m a bit envious and encourage you to enjoy it.

If you’re anything like me, though, you’re never happy with maintaining. You always want to be growing, to be learning, to push yourself and your business to see what it’s capable of. If you’re on this course, then keep reading.

Your strategies have to change a bit when you go from being a solo consultant to growing your agency. A lot of your processes are going to break or need tweaking as you grow the number of people working on accounts. Your challenge now becomes managing the growth of your headcount while maintaining quality and bringing in great new clients at the same time.

This is likely way too much for one person to handle, so at some point you’ll be forced to decide what you are great at (and love doing) that is also instrumental to the business’s success. Then hire out for the rest.

Let’s focus on the sales part, of course.

At the beginning of your journey as a brand-new consultant, you were likely heavily dependent on one-off referrals from family and friends. But referrals don’t really scale.

As you’re looking to grow your business quickly, your channels have likely shifted to:

  • Speaking. If you have a dynamic founder who is a keynote-level (or heading in that direction) speaker, this can be great lead generation;
  • Strategic partnerships with investors or other agencies;
  • Your own search traffic and thought leadership on your own website;
  • Your own advertising of your services online.

You’re facing the unique challenge of increasing the quantity of potential clients contacting you while not sacrificing quality. While difficult, this is absolutely possible. You can grow your revenue by:

  1. Targeting new clients who have similar traits to your existing ideal clients;
  2. Growing accounts by upselling your existing clients to other services you offer that they need;
  3. Defining a specific niche or type of company where you get outsized returns, and then target them specifically through content, speaking, education, or both.

Sales changes as you grow. You’re looking for long-term sustainable clients as it is four to ten times cheaper to retain and grow your current clients than to get new clients (source). If you’re investing in landing new clients, you should not also have to worry about retaining your current clients. If you are, then you are simply refilling a leaky bucket and you will not grow.

Michael King of iPullRank is no stranger to the challenges that agency founders face as they grow, but he’s successfully transitioned from solo consultant to now managing seven figures in agency income. So what does he do differently?

“The difference is really that it’s far more dire,” he shared. “The maintenance of payroll becomes the battery in your back to have to just figure it out. Whereas when you’re by yourself and you have a low month or you lose a client, it’s not that big of a deal.”

Johnathan Dane of KlientBoost credits lessons he’s learned about sales along the way in growing KlientBoost from himself to $4M in revenue in just a few years:

“We’ve been very fortunate to have 99% of our sales come from our content, and when that happens, our sales cycle is drastically reduced because the potential client already likes us and has found value from what we’ve given them,” he said. “So even 2.5 years in, I still handle the inbound sales — which I know isn’t scalable — but you gotta allow yourself to still have some fun.”

I should also note that at this point, you should have someone dedicated to sales and onboarding new clients full-time. This can be filled by the founder if the founder is stellar at sales, but most often I see this role being given to a dedicated sales executive who hopefully also has marketing experience, or has proven their aptitude for learning and applying it so they sell the right work.


Agencies moving into new service offerings

At some point, you may max out your growth in your current niche and with your current offerings. At the same time, you want to continue growing but don’t have the option of increasing client budgets. Or, maybe a new platform emerges (think: Snapchat) that has the opportunity to be big and you want to be an early mover in helping your clients get exposure.

But moving into new niches is hard when you’ve established yourself in another service offering and that’s how you’re known. Every agency has a primary service offering, so how do you move into new niches?

There are two main ways:

  1. Think of this new service offering as a startup in and of itself. It is responsible for its own profit and loss (P&L), as well as landing its own new clients;
  2. Upsell your current clients into this new offering as well.

This is hard. Brandon Doyle of Wallaroo Media, who went from being a generic SEO agency to leading the way in travel marketing and Snapchat from their offices in Provo, Utah, knows this firsthand:

With a background in SEO, we strongly believed in its ability as a channel,” he shared. “We utilized SEO and evergreen content to carve out a name for ourselves both in the travel space, and more recently as a leader in Snapchat-related content, strategies, and news. The latter paid off, as we were just recently named an official Snapchat Agency Partner!”

Will Critchlow, CEO of digital marketing agency Distilled (full disclosure: I used to work for Distilled), also knows a thing or two about moving into an adjacent vertical. The agency recently become recognized for not only SEO, but creative content and outreach services, too:

“All our moves have come from the passion of the team,” shared Will. “Team members saw an opportunity, started doing part of the solution, and pitched the rest.”

Finally, your marketing will change as you seek traction in this new vertical. The topics you write about, the people you reference, the outreach you do, and the places you choose to interact will necessarily change.

This is specifically why I recommend tasking someone specifically with building out this new area. At Wallaroo, this was Brandon. At Distilled, this was Mark Johnstone who was previously an SEO consultant who had an interest in big creative content and Tom Anthony with an interest in technical A/B testing for SEO.


Conclusion

Consistently generating new potential projects at every cycle of your business’s growth is the best skill you can learn as a services business owner.

Leave a comment about the channels you’ve found to be the most effective!

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Reblogged 9 months ago from moz.com

6 sales tax truths every online seller needs to know

As a product seller, chances are high that one of your least favorite administrative hassles is dealing with sales tax. Collecting, reporting and filing sales tax is just one of those necessary evils you must master in order to get on with the fun and profitable parts of your business.

If you dread sales tax when your due date rolls around, or are just getting started, this guide will help you finally feel confident about sales tax!

Let’s dig in.

What is sales tax?

Sales tax is a small percentage tacked on to the sale price of a product or products. In the United States, forty-five states and Washington D.C. all have a sales tax. Sales tax is governed at the state level rather than the federal level, so each state gets to set it’s own sales tax rates, due dates, rules and laws.

Retailers (including online sellers) are required to collect sales tax when you make a taxable sale. Most tangible items that you sell will be taxable. In general, services are not taxable, though some states are attempting to change that.

Sales tax rates vary by state and local area. A few friendly states only have one statewide sales tax rate. But most states also allow local areas such as counties, cities and special taxing districts to collect sales tax as well. This makes sense when you realize that state and local governments use sales tax to pay for necessary budget items like schools, roads and public safety.

As a retailer, however, you need to make sure you’re collecting the correct amount of sales tax in each local area.

Example:

The Colorado state sales tax rate is 2.9%. But local areas are also allowed to tack on extra sales tax. If you were a merchant located in Centennial, Colorado, here is the combination of rates you should charge your customer:

Colorado State Rate 2.9%
Arapahoe County 0.25%
City of Centennial 2.5%
Regional Transportation District Tax 1%
Scientific and Cultural Facilities District 0.1%
Total 6.75%

 

Now that we know what sales tax is and why we’re required to charge it, let’s move on…

Who has to charge sales tax to which customers?

As a retailer, you are only required to collect sales tax from buyers in states where you have sales tax nexus. Sales tax nexus is just a fancy legalese way to say “significant connection” to a state. If you have nexus in a state, then that state considers you on the hook for charging sales tax to buyers in the state.

You’ll always have sales tax nexus in your home state, but you may find that certain business activities create nexus in other states, too. They include:

  • A location – an office, warehouse, store, or other physical place of business
  • Personnel – an employee, contractor, salesperson, installer or other person doing work for your business
  • Inventory – Most states consider storing inventory in the state to cause nexus even if you have no other place of business or personnel
  • Affiliates – Someone who advertises your products in exchange for a cut of the profits creates nexus in many states
  • A drop shipping relationship – If you have a 3rd party ship to your buyers, you may create nexus
  • Selling products at a tradeshow or other event – Some states consider you to have nexus even if you only sell there temporarily

To help you determine whether or not your business activities give you sales tax nexus, you can find out what every state’s laws have to say about nexus here.

If you do have nexus in a state, your next step is to…

Register for a Sales Tax Permit

Before you can legally begin collecting sales tax from buyers in a state, you are required to obtain a sales tax permit. You can do this with your state’s taxing authority, usually called the [State] Department of Revenue.  Here’s information on how to register for a sales tax permit in every state.

When you receive your sales tax permit, you will also receive instructions on when to file and at what frequency.

Most of the time, you will be required to file sales tax either monthly, quarterly or annually. The general rule of thumb is that the higher your sales volume in a state, the more often the state will want you to file a sales tax return and remit sales tax due.

Now that you have your sales tax permit in hand, your next step is to begin collecting sales tax from your customers.

How to collect sales tax as an online retailer

Most online platforms allow you to collect sales tax from your customers, though some platforms are more robust than others when it comes to allowing you to collect the correct amount of sales tax.

Origin vs. destination-based sales tax collection

Long story short – a handful of states are “origin-based” sales tax states. If your business activities are based in one of these states and you sell online, you’re in luck. When selling to buyers in your state, all you need to do is collect sales tax at your local rate. This means you only need to collect sales tax at a single tax rate (Example: 6.5%) if you are fortunate enough to live in an origin-based state.

On the other hand, most states are “destination-based” sales tax states, which can be a real nightmare when it comes to collecting sales tax. In destination-based states, sellers are required to collect sales tax at the rate of the buyer’s ship-to address. States can have hundreds or thousands of local taxing jurisdictions. Remember, each county and city may have a sales tax, plus any special taxing districts. This is where collecting the right amount of sales tax can get a whole lot more complicated.

To even further complicate matters, most of the time you are required to collect sales tax using destination-based rules in any state aside from your home state. You can read a much more detailed explanation of origin vs. destination based sales tax collection here.

Product taxability

When collecting sales tax, you should also keep your product’s taxability in mind. Most tangible products are taxable, but some states make exceptions for necessities such as grocery items or clothing. If you have sales tax nexus in more than one state, you may find that you charge sales on clothing to buyers in one state, but should not charge sales tax on clothing to buyers in another.

Shipping taxability

Also, if you charge your customers for shipping, you may also need to consider sales tax. Some states require sales tax on shipping charges, and some do not. Here’s a list of states that do and do not require sales tax on shipping charges.

If this all sounds overly complicated, don’t worry. Even if you have built your own online store, or use a shopping cart like Magento, a smart sales tax collection solution like TaxJar’s SmartCalcs sales tax API has you covered!

Once you’re collecting sales tax, your sales tax filing due date will roll around before you know it. When that happens…

Report how much sales tax you’ve collected

When it comes time to file your sales tax return, your first step is to figure out how much sales tax you collected from buyers in your state. This includes breaking down how much sales tax you collected from buyers in each city, county and other special taxing jurisdiction. As you can imagine, this gets more difficult the higher volume you are or if you sell through multiple online channels.

Sales tax automation can help here, too. Just link up all of you sales channels – from marketplaces like Amazon FBA or Etsy, to shopping carts like Magento or Shopify, or even a POS like Square – and technology will take care of the rest. We’ll product a return-ready report that you can use to fill out your sales tax filing forms in minutes, not hours.

If you truly never want to see a sales tax return again, you can also AutoFile your sales tax returns in most states. This allows you to spend time on the parts of your business that truly matter.

Once you’ve determined how much sales tax you’ve collected in your nexus states (either with a sales tax automation solution or tediously, with a complicated spreadsheet) your next and final step is to…

File your sales tax return

When you registered for your sales tax permit, your state gave you a sales tax filing frequency and due dates. You can check your sales tax filing due dates here.

When it’s time to file, you can file online at your state’s department of revenue, or AutoFile using a sales tax automation solution.

There are a couple of important things to consider when filing your sales tax returns:

  1. Always file a sales tax return by the due date – This is true even if you didn’t collect a penny in sales tax. States consider your sales tax filing a “check in” and if you fail to file you may end up with a monetary penalty or even having your sales tax permit revoked.
  2. Don’t discount discounts – About half the states with a sales tax realize that asking you, the retailer, to serve as tax collector places and extra burden on your business. If you file on time, they’ll allow you to keep a small percentage (usually 1-3%) of the sales tax you’ve collected. It isn’t much, but it’s free money!

And that’s it! You’ve filed your sales tax return and you’re all set.  Need more info? Check out our Sales Tax 101 for Online Sellers Guide, or join over 6,000 of your fellow sellers and sales tax experts over at the Sales Tax for eCommerce Sellers Facebook Group.

The post 6 sales tax truths every online seller needs to know appeared first on The Email Marketing Blog.

Reblogged 1 year ago from blog.dotmailer.com

What’s new: Changes to the things you use every day

As a Product Manager, I spend a lot of time thinking about how I can make our big releases impact you in the best way possible. Our next big release is in February and will contain a number of great new things for our customers who sell (online or otherwise).

But we haven’t only been working on improvements for those of you with shops. We’ve been looking at how you create campaigns – any campaigns – from conception through to editing. And rather than make you wait until February, we’re launching them today. Here’s what’s changed.

Drag and drop template uploader

When you come to upload a template (or a one-off campaign), you’ll notice we’ve replaced the old interface with a drag and drop canvas. You can now drag files from anywhere on your computer straight into dotmailer (although you can click and select too if you find that easier). What’s more, you can drag in as many files as you like, as often as you like. It’s also lightning fast. Tip: try dragging in a zip file, too!

Campaign details with added emojis 😲👍👏

Subject lines. The first thing your contacts see. Proven to increase (or decrease) open rates. We think they’re so important, we’ve redesigned the ‘campaign details’ page to help you come up with subject lines that win.

You can now – finally – add emojis using the searchable picker. Combined with your skills and the personalization picker, your subject lines can now be expertly written, personalized and eye catching.

We’ve also improved the preview window that gives you an example of how your campaign details will look when your email arrives in an inbox. No, we didn’t much like the blue Outlook panel either, so it’s gone and been replaced with an inbox mock-up.

A clearer, cleaner EasyEditor

We’ve changed the building blocks in EasyEditor from pink to grey. Well, we’ve done a lot more than that, but that’s the most noticeable change. We also studied how you interacted with blocks, noticed some old design decisions that could be way better, and improved them.

For example, the header bar that contained the move, copy and delete tools would sometimes be inside a block, and sometimes outside. We knew why this was, but it turned out you didn’t, and it was just plain annoying. And why was the drag area so small? And why was it you couldn’t always see what type of block was selected? We’ve fixed all these things – and more – to create an easier, more consistent experience.

You’ll also notice the new blocks in our segment and landing page editor, too.

And more…

Finally, we’ve tweaked the Settings menu slightly to prepare for more changes later this month. In particular, your users, API users and transactional email users are now found under the ‘Access’ option.

The post What’s new: Changes to the things you use every day appeared first on The Email Marketing Blog.

Reblogged 1 year ago from blog.dotmailer.com

[INFOGRAPHIC] Email marketing statistics guide, by Every Cloud

We love this statistics infographic by Every Cloud, which shows you just how effective good email marketing can be for your business.

Want to read more on how you can improve the performance of your email marketing? Check out our resources library, which has oodles of free downloadable cheatsheets, guides and whitepapers.

Reblogged 2 years ago from blog.dotmailer.com

Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

What accomplishments are you most proud of from your dotmailer time so far?

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

What are the most common questions that you get when speaking to a prospective customer?

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 2 years ago from blog.dotmailer.com

Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

Reblogged 2 years ago from blog.dotmailer.com

Is Australia the land of opportunity for your retail brand?

Australia has a resident population of more than 24 million and, according to eMarketer, the country’s ecommerce sales are predicted to reach A$32.56 billion by 2017. The country’s remote location in the APAC region means that unlike European countries or the USA, traditionally there have been a lack of global brands sold locally.

Of course, we also know that many expatriates, particularly from inside the Commonwealth, have made Australia their home and are keen to buy products they know and love from their country of origin.

All of these factors present a huge and potentially lucrative opportunity for non-Australian brands wanting to open up their new and innovative products to a fresh market, or compete for market share.

But it’s not just non-Australian retailers who are at an advantage here: Australia was late to the ecommerce party because native, established brands were trading well without it. Subsequently, Australian retailers’ ecommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming. To put some of this into perspective, Magento’s innovative ecommerce platform currently takes 42% of Australia’s market share and the world’s first adopter of Magento 2.0 was an Australian brand.

The GST loophole

At the moment, local retailers are campaigning against a rule that exempts foreign websites from being charged a 10% general sales tax (GST) on purchases under A$1,000. And in 2013, Australian consumers made $3.11 billion worth of purchases under A$1,000.[1]

While the current GST break appears to put non-Australian retailers at an advantage, Australian-based brands such as Harvey Norman are using it to their advantage by setting up ecommerce operations in Asia to enjoy the GST benefit.

Australian consumers have also countered the argument by saying that price isn’t always the motivator when it comes to making purchasing decisions.

It’s not a place where no man has gone before

Often, concerns around meeting local compliance and lack of overseas business knowledge prevent outsiders from taking the leap into cross-border trade. However, this ecommerce passport, created by Ecommerce Worldwide and NORA, is designed to support those considering selling in Australia. The guide provides a comprehensive look into everything from the country’s economy and trade status, to logistics and dealing with international payments.

Global expansion success stories are also invaluable sources of information. For instance, it’s not just lower-end retailers that are fitting the bill, with brands like online luxury fashion retailer Net-a-Porter naming Australia as one of its biggest markets.

How tech-savvy are the Aussies?

One of the concerns you might have as a new entrant into the market is how you’ll reach and sell to your new audience, particularly without having a physical presence. The good news is that more than 80% of the country is digitally enabled and 60% of mobile phone users own a smartphone – so online is deeply rooted into the majority of Australians’ lives. [2]

Marketing your brand

Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.

It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts, like Magento, will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.

Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalization.

Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle. Check out our ‘Do customer experience masters really exist?’ whitepaper for some real-life success stories.

Like the Magento platform, dotmailer is set up to handle multiple languages, regions and accounts, and is designed to grow with you.

In summary, there’s great scope for ecommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.

We recently worked with ecommerce expert Chloe Thomas to produce a whitepaper on cross-border trade, which goes into much more detail on how to market and sell successfully in new territories. You can download a free copy here.

[1] Australian Passport 2015: Cross-Border Trading Report

[2] Australian Passport 2015: Cross-Border Trading Report

Reblogged 2 years ago from blog.dotmailer.com